Stella McCartney is not just talking the talk when it comes to sustainability in the fashion industry. The brand is actively taking steps to practice what it preaches, with a goal to become net zero by 2040. This includes reducing greenhouse gas emissions and cutting supply chain emissions. According to its latest Impact Report, the company has already made significant achievements in 2022, including a 76% reduction in operational emissions, an increase in renewable energy usage to 68% of its sites, and a 22% reduction in Scope 3 emissions.
Tapping into technology and innovation, Stella McCartney is leading the way in sustainable fashion. One of the initiatives launched by the brand is the Collab SOS Fund, a US$200 million fund backed by LVMH for climate solutions. Co-founded by McCartney, the fund aims to support pioneering startups and cutting-edge technologies that are developing climate solutions. This fund is not just a financial investment, but a call to action to embrace and support tech solutions that are re-imagining a regenerative and sustainable economy.
Some of the startups that the Collab SOS Fund supports include AlgiKnit, which manufactures yarn from kelp, and Natural Fiber Welding, which offers a plastic-free leather alternative. These startups, along with five others, are currently present at COP28 at Stella McCartney’s Sustainable Market. The Sustainable Market was launched at the brand’s summer 2024 runway show during Paris Fashion Week and showcases 15 bio- and plant-based alternatives to plastic, animal leather, and fur. The aim is to inspire and educate on the possibilities of cutting-edge or soon-to-be-available technologies.
One of the standout alternatives showcased at the Sustainable Market is a grape-based alternative to animal leather, created in partnership with champagne brand Veuve Clicquot. Around 80% of the Stella McCartney x Veuve Clicquot leather alternative is made from vegetal, renewable, and recycled raw elements, including by-products from Veuve Clicquot’s historic vineyards. Grape-based alternatives to leather typically have a 40% lower impact on global warming.
Innovating with alternative materials is a core part of Stella McCartney’s brand DNA. The company introduced biodegradable rubber and a vegan alternative to animal leather called Eco Alter-Nappa in its footwear a decade ago. Since 2017, they have also been collaborating with mycelium startup Bolt Threads, resulting in the world’s first luxury bag made from mycelium, a mushroom-based leather alternative called the Frayme Mylo Bag.
Stella McCartney’s commitment to sustainability goes beyond mere words. With a focus on collaboration, innovation, and technological advancements, the brand is leading the way in showing how fast the fashion industry can transition to more sustainable practices. By supporting startups and investing in cutting-edge technologies, Stella McCartney is driving change and inspiring others to follow suit in creating a more regenerative and sustainable future for fashion.
Original Story at sustainabilitymag.com – 2023-12-05 08:24:32
